Embalagens percebidas: implicações do design no consumo de alimentos

Abstract

The inadequate and unplanned disposal of food packaging, associated with high consumption, contribute to the exhaustion of landfills, make waste degradation difficult and cause many environmental impacts. To understand such reality, this study analyzed the perceptions of consumers in Manaus-AM about the consumer behavior from the design of primary food packaging in the household. A total of 44 adults (18 males and 32 females) with family income and high average schooling participated in this study. The interview protocol contained sociodemographic data and open and closed questions, as well as social scales and card arrangements. Qualitative data were submitted to content analysis and descriptive statistics. Likert scales were submitted to non-parametric statistical tests. The results showed a conscious consumption, where reuse is performed by most participants, but this depends on the type of material and shape of food packaging. The materials in glass and wood have greater possibility of reuse for being aesthetically beautiful but are more expensive. Packaging made from fiber, metal and plastic material was considered less reusable, but cheaper. Glass, metal and plastic packaging are considered to have a high environmental impact, as opposed to fiber, paper and wood. The shape of the packaging also includes differentiated cost, aesthetic and reuse criteria. It was found that cans and boxes were considered the most beautiful and expensive food packaging, but pots and glasses are the most suitable forms for domestic reuse. The bag shapes and packages are less beautiful, but lower cost and low reuse. The study also revealed that the behavior of consumption of packaged foods is established through engagement, parsimony and activism. These practices reflect value orientations focused on essential and critical consumption and product quality. It is concluded that the design for food packaging must pay attention to such characteristics of consumer behavior to subsidize greater environmental sustainability.